Big Streaming Companies Have Realized They Need An Ad Tier; Collaborate With GroupM to Streamline Ad Processes
Portfolio Pulse from Anusuya Lahiri
Major streaming companies including Walt Disney Co, Roku, Comcast Corp's NBCUniversal, and Alphabet Inc's YouTube are collaborating with GroupM to streamline ad buying in streaming services. GroupM's partnership aims to innovate advertising formats as viewers shift to on-demand streaming. The initiative recognizes the need for diverse advertising strategies across different platforms like Peacock, Netflix, and Hulu. Amazon's Prime Video ad tier adds to the complexity. GroupM predicts a 14.9% increase in connected TV ad investments in North America for 2024. The consortium will work on standardizing ad formats and evaluation standards, with efforts starting in early 2024.
January 04, 2024 | 8:36 pm
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POSITIVE IMPACT
Amazon's Prime Video ad tier adds complexity to the streaming ad landscape, which may benefit from GroupM's efforts.
Amazon's Prime Video ad tier is part of the complex streaming ad landscape that GroupM's initiative aims to simplify, which could lead to improved ad strategies and revenue for Amazon.
CONFIDENCE 70
IMPORTANCE 50
RELEVANCE 60
POSITIVE IMPACT
Comcast's NBCUniversal working with GroupM may lead to more effective ad strategies on its streaming platforms.
Comcast's NBCUniversal is likely to benefit from the partnership with GroupM by developing more effective advertising strategies for its streaming services, which could lead to increased ad revenues.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
Walt Disney Co's collaboration with GroupM to streamline ad buying could enhance ad revenue potential for its streaming services.
Disney's involvement in the initiative to streamline ad buying and innovate ad formats is likely to positively impact its streaming services by attracting more advertisers and increasing ad revenue.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
Alphabet's YouTube collaboration with GroupM could enhance its advertising capabilities and revenue.
Alphabet's YouTube is expected to see a positive impact from the GroupM partnership by enhancing its advertising capabilities and revenue through more streamlined and innovative ad formats.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
Alphabet's YouTube collaboration with GroupM could enhance its advertising capabilities and revenue.
Alphabet's YouTube is expected to see a positive impact from the GroupM partnership by enhancing its advertising capabilities and revenue through more streamlined and innovative ad formats.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80
POSITIVE IMPACT
Netflix's inclusion in the ad innovation initiative may help it attract more advertisers and increase ad revenue.
Netflix's involvement in the ad innovation initiative with GroupM may help it to attract more advertisers and increase ad revenue, especially as it expands its ad-supported tier.
CONFIDENCE 75
IMPORTANCE 60
RELEVANCE 70
POSITIVE IMPACT
Roku's participation in the GroupM initiative could lead to improved ad monetization on its platform.
Roku's collaboration with GroupM is expected to have a positive impact by potentially increasing the efficiency and effectiveness of ad monetization on its platform.
CONFIDENCE 80
IMPORTANCE 70
RELEVANCE 80